🏡 The Real Estate Marketing Update - Edition 29

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Read time: under 10 minutes

Welcome back.

In this edition, you’ll learn how to quickly and easily get more leads from your ads, which tool we love for managing the deluge of content you’re exposed to every day, and how a new data set being launched in Zillow may force you to expand your expertise.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

Ready for some actionable insights in store for you in this edition… 

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and become at least 1% better at generating the right type of leads.

It’s Not Too Late to Drive Black Friday Sales

Black Friday marks the most streamed period of the year on Roku, and Roku Ads Manager makes it easy to reach your audience during this all-important kickoff to the holiday season. Roku’s self-serve platform lets you set up, optimize, and measure CTV campaigns in real-time so you can focus on driving results. Plus, innovative ad formats like Action Ads let viewers instantly engage with your brand and even shop directly on-screen with a click of their remote – perfect for holiday shopping.

Drive Black Friday Performance

Immediate Action Ads: The Simple Hack to Get More Leads from Your Ad Campaigns

You're constantly looking for ways to stand out from the competition and capture the attention of potential clients. One of the most effective strategies you can employ is creating ads that allow immediate action. This approach can significantly increase your conversions by reducing friction in the customer journey. In this article, we'll explore why this strategy works and how you can implement it to generate more leads for your real estate business.

Understanding the Power of Immediate Action Ads

Before we dive into the specifics, let's break down why immediate action ads are so effective:

1. Reduced Friction: Every additional click or step between your ad and the conversion point is an opportunity for potential clients to drop off. By allowing immediate action, you're streamlining the process.

2. Increased Conversions: When you make it easier for people to take action, more of them will do so. This can lead to a significant boost in calls, signups, and ultimately, sales.

3. Improved ROI: With higher conversion rates, you'll get more value from your advertising spend, improving your overall return on investment.

4. Better User Experience: In a world where convenience is king, offering an easy way to connect with you can set you apart from competitors.

Now, let's explore how you can apply this concept to your real estate marketing efforts.

Implementing Immediate Action Ads in Your Real Estate Marketing

1. Easy-to-Type Phone Numbers

One of the simplest ways to implement this strategy is by using an easy-to-remember phone number in your ads. Here's how to make it work:

• Invest in a Memorable Number: Consider getting a vanity number like 1-800-HOME-SALE or a local number with a repeating pattern (e.g., 555-1000).

• Prominently Display the Number: Make sure your phone number is one of the most visible elements in your ad.

• Use Call Tracking: Implement call tracking to measure the effectiveness of different ad placements and messages.

Example: Create a Facebook ad showcasing a hot new listing with the headline "Dream Home Alert!" and prominently display your easy-to-dial number with a call-to-action like "Call Now for Instant Viewing!"

2. Click-to-Call Ads

For digital advertising, particularly on mobile devices, click-to-call ads can be incredibly effective:

• Mobile Search Ads: Set up Google Ads with call extensions, allowing mobile users to tap and call directly from the search results.

• Social Media Ads: Use call-to-action buttons on Facebook and Instagram ads that initiate a call when clicked.

• Display Ads: Create banner ads with clear "Call Now" buttons that trigger a phone call on mobile devices.

Example: Run a Google Ads campaign targeting "homes for sale in [Your City]" with a call extension. Your ad might read: "Find Your Dream Home in [Your City] - Call Now for Today's Hot Listings!"

3. Instant Messaging Options

Incorporate instant messaging features into your ads to allow for immediate communication:

• Facebook Messenger Ads: Create ads that open a Messenger conversation when clicked.

• WhatsApp Business: Use WhatsApp click-to-chat links in your ads to start conversations instantly.

• Website Chat Widget: If you're driving traffic to your website, ensure you have a prominent chat widget for instant communication.

Example: Run an Instagram story ad showcasing a virtual home tour. Include a "Send Message" button that opens a WhatsApp chat with a pre-filled message like "I'm interested in scheduling a virtual tour!"

4. One-Click Email Signups

Make it easy for potential clients to join your mailing list directly from your ads:

• Lead Gen Ads: Use Facebook and LinkedIn lead generation ads that allow users to sign up with pre-filled forms without leaving the platform.

• One-Field Forms: If directing to a landing page, use a single-field form for email capture to minimize friction.

Example: Create a Facebook lead gen ad offering a free "First-Time Homebuyer's Guide" with the headline "Get Your Free Guide - One Click Signup!"

5. Instant Property Information

Provide immediate access to property details directly through your ads:

• QR Codes: Include QR codes in print ads or property signs that, when scanned, provide instant access to detailed listing information.

• SMS Short Codes: Use short codes in your ads that people can text to receive immediate property information.

Example: Place yard signs with the message "Text HOME to 55555 for Instant Property Details" along with your contact information.

6. Calendar Integrations

Allow potential clients to schedule appointments or viewings directly from your ads:

• Scheduling Links: Include links to your online scheduling tool (like Calendly) in your ads.

• Facebook Appointment Booking: If you have a Facebook Business Page, use the appointment booking feature in your Facebook ads.

Example: Run a local awareness ad on Facebook with the message "Book Your Home Valuation Now!" with a call-to-action button that opens your scheduling tool.

Best Practices for Your Immediate Action Ads

To make the most of this strategy, keep these best practices in mind:

1. Clear Call-to-Action: Make your desired action abundantly clear. Use phrases like "Call Now," "Book Instantly," or "Get Immediate Access."

2. Test Different Options: What works best can vary by market and audience. Test phone calls against messaging, or email signups against calendar bookings to see what resonates with your potential clients.

3. Ensure Availability: If you're promoting immediate contact, make sure you or your team are available to respond quickly. Consider using a 24/7 answering service if necessary.

4. Follow Up Fast: For leads that come through email or messaging, have an automated system in place to provide immediate value (like an instant property report) and follow up personally as soon as possible.

5. Mobile Optimization: Given that many people will see your ads on mobile devices, ensure all your immediate action options are mobile-friendly.

6. Provide Value Upfront: In your ad copy, clearly communicate the value proposition. Why should someone contact you right now?

7. Use Urgency: Phrases like "Limited Time Offer" or "First 10 Callers" can encourage immediate action.

Measuring Your Success

To ensure your immediate action ads are effective, track these key metrics:

• Conversion Rate: The percentage of ad viewers who take the desired action.

• Cost Per Lead: How much you're spending to acquire each new lead.

• Lead Quality: Are the leads from immediate action ads more likely to turn into clients?

• Response Time: How quickly are you able to follow up with leads who take immediate action?

• Closing Rate: The percentage of immediate action leads that turn into closed deals.

Reducing friction in your advertising can give you a significant edge.

By implementing immediate action ads, you're making it as easy as possible for potential clients to connect with you at the moment their interest is piqued.

Whether it's through easy-to-dial phone numbers, click-to-call ads, instant messaging, one-click signups, or innovative uses of technology like QR codes and SMS, the goal is the same: allow your audience to act on their interest immediately.

What can you adjust in your ads today to make it easier for your audience to convert?

Remember, in real estate, timing is everything. By being there at the exact moment a potential client is ready to reach out, you're positioning yourself as the responsive, client-focused agent they want to work with. Start implementing these strategies today, and watch as your lead generation and conversion rates soar.

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Real Estate Agents May Need to Add ‘Meteorologist’ to Their Qualifications

Zillow recently announced that for-sale listings will feature detailed climate risk information for five key categories — flood, wildfire, wind, heat and air quality — along with insurance recommendations.

The introduction of this feature is timely, as Zillow's own analysis reveals that more new listings are associated with major climate risks compared to five years ago. As of August 2024, 16.7% of new listings were at major risk of wildfire, while 12.8% faced a significant flood risk (Zillow, 2024).

Impact on Your Business

This development has significant implications for real estate agents and how they market properties:

1. Increased Need for Climate Risk Education: Agents will need to become well-versed in interpreting and explaining climate risk data to their clients. This knowledge will be crucial in guiding buyers through their decision-making process.

2. Transparency in Property Marketing: Agents will need to be more upfront about potential climate risks associated with properties. This transparency can build trust with clients and position agents as honest, informed professionals.

3. Focus on Risk Mitigation Solutions: When marketing properties with identified climate risks, agents can highlight potential mitigation strategies or improvements that can reduce these risks.

4. Emphasis on Insurance Guidance: With the new feature providing insurance requirement information, agents should be prepared to discuss insurance options and costs with their clients as part of the property evaluation process.

5. Targeted Marketing Based on Risk Profiles: Agents can use climate risk data to target their marketing efforts, focusing on properties that match clients' risk tolerance levels.

Actionable Strategies for Lead Generation

You can leverage this new feature to generate more leads and demonstrate their value to potential clients.

Here are two specific strategies:

1. Develop a "Climate-Smart Home Buying" Webinar Series

Create a series of educational webinars that dive deep into understanding and interpreting Zillow's new climate risk data. Topics could include:

• How to read and understand climate risk scores

• The impact of climate risks on property values and insurance costs

• Strategies for mitigating climate risks in properties

Promote these webinars through social media, email marketing, and local community groups. Offer attendees a free, personalized climate risk assessment for a property of their choice as an incentive for participation. This not only positions you as an expert in this new area but also provides a valuable opportunity to connect with potential clients.

2. Create a "Climate Risk-Adjusted Property Valuation" Service

Develop a unique service that combines traditional property valuation methods with an analysis of climate risks. This service could include:

• A detailed report on how climate risks might affect the property's long-term value

• Recommendations for risk mitigation measures

• An analysis of potential insurance costs based on the climate risk profile

Market this service to both buyers and sellers as a way to make more informed decisions in the current climate-conscious real estate market. Offer a free initial consultation to generate leads and showcase your expertise.

By implementing these strategies, real estate agents can turn Zillow's new climate risk data feature into a powerful tool for lead generation and client education. In an era where climate considerations are becoming increasingly important in real estate decisions, agents who can effectively navigate and communicate these risks will stand out in a competitive market.

As Matthew Eby, founder and CEO of First Street, states, "At First Street we are on a mission to connect climate change to financial risk. Partnering with Zillow helps us achieve that mission by providing the millions of everyday users on the Zillow platforms with the same property-specific climate risk data that is used by top banks, agencies and investors" (Zillow, 2024).

How will you integrate this data into your market knowledge and communication with your clients?

Real estate agents who embrace this mission and integrate climate risk considerations into their practice will be well-positioned to succeed in this evolving landscape.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA